Home  › Media › Mobile

The Tablet: It's Not Business, It's Personal

  |  November 4, 2011   |  Comments

What is a tablet and how can you get your mobile marketing customers to take notice?

Heretofore I have avoided tablets in my mobile strategy. They're too…well…what are they? Neither desktop nor laptop nor phone, but a weird hybrid with some of the best features and limitations of each.

Well it's time to put a stake in the ground. Here's my take; give me yours and we'll begin to write tablet marketing history together.

If you don't already have a tablet, you need to get one immediately. While we marketers are not a good representation of the general public - we pay way more attention to advertising than regular people - you need to experience tablets in order to "get it."

What you'll see is that it's not really a lightweight laptop. If your work day is spent in front of a computer, the tablet isn't taking its place. The lack of keyboard, processing power, wireless range, ability to multitask, etc. makes it fall far short of our expectations of a business machine. Yes, there are those who will add keyboards and other peripherals to their tablets, but at the end of the day, aren't they just trying to assemble a laptop?

It's also not a large format smartphone. People don' carry it with them 24/7 and, unlike a mobile phone, it's likely to be shared among members of the household. According to Nielsen's spring study, 43 percent of tablet owners report sharing it with others.

So what is a tablet?

It's the ultimate personal entertainment device. You can use it for business, but it really shines during leisure hours. In the kitchen, it's a cookbook; in the bedroom, it's a book; on the road, it's a mini entertainment center; in the family room, it's a newspaper/magazine - a great way to browse headlines, sports, and sales.

There are myriad other uses, but you get the idea. I enjoyed the characterization of tablets in this excellent article as "…lean-back devices, meaning consumers are more likely to be in a relaxed mindset when interacting with a tablet." This is supported by the Nielsen Q1 2011 Mobile Connected Device report with 70 percent of respondents saying they use their tablets while watching TV and 57 percent using it in bed.

The best news yet is for marketers. Many of our mobile tactics require no additional effort to be tablet-ready. Your mobile site and email program will render better on a tablet than a smartphone. Check-ins and QR scans are the province of the smartphone and not a consideration.

Effort does need to be expended, however, in application development. Do you need to develop an app for the tablet? Tablet users, while more likely to be young, affluent, and male, are rapidly moving to reflect the general population. Look to your website analytics to get a read on the percentage of customers accessing your site from a tablet to help make this call.

In addition to mobile marketing efforts; sales, customer service, and experiential marketing opportunities abound. Expect to see one-to-one interactions that take advantage of the compelling visuals and portability of the tablet. In the hands of a skilled company representative, this "lean-back device" can get customers to sit up and take notice.

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Melinda Krueger

Melinda Krueger is a senior marketing consultant with ExactTarget and a digital marketing veteran – starting with direct, moving to interactive, specializing in e-mail, and now charting a course for mobile marketing. Working with the best agencies in the business, she has helped Harley-Davidson, Miller Brewing, Sears/Kmart, CDW, and many others build their interactive marketing programs. Melinda holds an MBA from Marquette University and is a highly-rated speaker for professional organizations and business schools. As the Email Diva, Melinda answered questions on all aspects of the practice. Your questions about mobile are welcome!

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...